To Examine the Efficiency and Effectiveness of Social Media Publicity Channel in achieving Public Relations Functions

August 2019 | AJMCS

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Published: 01 August 2019


This study is done to examine the efficiency and effectiveness of social media publicity channel to enhance Public Relations Functions. For the purpose of this study, survey approach was employed where through the use of questionnaire employed and distributed to 150 respondents who are basically University final year students of mass communication department who specialized in public relations, who also have been exposed to theoretical knowledge of public relations and practical knowledge of public relations practice through their internship and working experience. The regression analysis done showed support for all the four hypotheses as findings showed relationships between Social Media publicity and public relations practice of relationship management; creating of awareness, crisis management and reputation management. These findings confirmed previous theoretical studies on public relations. Also, the qualitative analysis further showed the importance of public relations practice in awareness creation and relationship management.


Social Media; Public relations; Relationship Management; Conflict Management; Reputation Management


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